| Code |
14371
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| Year |
1
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| Semester |
S2
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| ECTS Credits |
6
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| Workload |
TP(60H)
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| Scientific area |
Marketing
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|
Entry requirements |
n.a.
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Mode of delivery |
Face to face theoretical and practical
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Work placements |
Not Applicable
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Learning outcomes |
Learning the principles, and theories of consumer behavior
Understand the internal and external factor that influence consumer behavior
To develop an understanding of peoples'consumption-related behaviors marketing strategies
Gaining factual knowledge about the consumption decision process
At the end of the course the student should be able to:
Identify the influence of individual dimensions, social, economic and cultural on consumers' attitudes and behavior.
Discuss and criticize real cases of consumer behavior.
Propose marketing actions that incorporate the knowledge of consumer behavior.
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Syllabus |
Part I - Introduction to the study of consumer behaviour
1) Concept and scope of consumer behaviour
2) Consumer behaviour models
3) Purchase decision-making process
Part II - Internal factors explaining consumer behaviour
1) Need and motivations
2) Perception and attitudes
3) Learning and memory
4) Personality
Part III - External factors explaining consumer behaviour
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Main Bibliography |
Dittmar, H. (1996). Social psychology of economics and consumer behaviour. In G. Semin & K. Fidler (Eds.). Aplied social psychology (pp. 145-172). London: Sage Publications.
Engel, James F.; Blackwell, Roger D.; Miniard, Paul W. (2001). Consumer Behavior - International Edition, Thomson
Schiffman, Leon G.; Kanuk, Leslie Lazar (1997). Consumer Behavior, Prentice Hall
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Teaching Methodologies and Assessment Criteria |
Assessment is continuous, with the final assessment resulting from:
- An assessment test to be held on a date to be scheduled by the course director - 35% of the final grade
- Group work - 35% of the final grade (All groups must prepare an oral presentation of their work and be prepared to discuss it in class)
- Individual work - 20%
- Participation in the class activity - 10%
In order to pass the learning phase, students must complete all the activities with a minimum of 8 points in the assessment test and group assignment.
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Language |
Portuguese. Tutorial support is available in English.
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